I believe the shinier side would be more reflective. Foil isn't the best idea, though, as it can create hotspots. Mylar or white paint are some alternate options. ~Lycanthropy
The shiney side will definitely cause hot-spots cos it does not diffuse light like the dull side of the foil which is better! Both sides have about the same reflectivity values but diffusion will reflect the light more evenly, better for your plants! White Paint is the better alternative though! Higher reflectivity value than foil, it wont cause hot spots and it diffuses light brilliantly! Hope that helps! CWL